The 5 Questions You Should Ask to Nail Your Product Messaging

In 1990, Coors Brewing introduced a revolutionary new product. It was going to change everything. It was going to be in high demand. It was going to be a very good year.
It was called Coors Water. And it totally belly flopped.
It’s not that there wasn’t a need. At the time, bottled water was the fastest growing beverage category in America. And it’s not that Coors water wasn’t any good. With a broadly known slogan, “Tapped From the Rockies,” one of Coors' biggest brand differentiations was the freshness of the water used in its beers' brewing process. So what went wrong? The answer could have been uncovered -- and avoided -- had Coors simply conducted more message testing prior to the product launch.
Message testing before a launch is a good way to make sure your marketing is on target and your launch is successful. Done well, it can save you from a ...